Distribution Channels and the Marketing of Salmon

Abstract

The distribution channels for salmon are the business systems handling the product en route from the harvesters and processors to the final consumer. The ability of distribution channels to handle products efficiently and meet customer requirements as reliably and precisely as possible makes an important contribution to the overall success of the marketing of salmon products. If products are handled badly and quality control is not maintained, if delivery is at the wrong time or of the wrong products, harvesters and processors will be adversely affected. Prices are affected directly by the efficiency of operations in the channel, since (Table 7.1) over 30% of the price of the final product is derived from the cost of activities in the channel after the fish leave the processor. The sections below describe and explain the structure of distribution channels and consider how producers and processors can market their products through the channel, including a discussion of new product development issues.